You can now rent bridesmaids dresses online

Penny Goldstone
By Penny Goldstone
published

Online dress rental has never been so chic (and sustainable) so much so that even the bridal industry is getting involved. Wedding dress hire is becoming increasingly popular with brides wanting to save money, and now you can also hire bridesmaids dresses to complete the lineup, thanks to a collaboration between fashion rental platform By Rotation and London-based luxury bridal designer Halfpenny London.

Part of its 'Sister' line, the collection comprises of six styles in three exclusive colourways; Raspberry, Sea Green and Teal. Hero looks include the Klass jumpsuit and Halfpenny's signature Fox wraparound dress. Ranging from sizes UK 10-22, the collection is now available to rent on the By Rotation app starting from £5 per day up to £9 per day.

It's a smart move to make bridal and wedding guest dresses more affordable and accessible, since By Rotation booked a 900% increase in rentals for weddings during and post lockdown, with their bridal and wedding wear selection up by 1200% since March 2020.

CEO of By Rotation Eshita Kabra-Davies says of the launch: 'We have such a high demand for wedding guest and bridesmaids dress this partnership is such a natural fit. I adore Kate’s timeless designs and am so thrilled that we can offer such a size-inclusive selection. Whilst we offer a huge selection of wedding guests' pieces, this is the first time our community will be able to rent an entire collection to suit a whole bridal party, which can often be an additional expense.'

Founder and Designer of Halfpenny London, Kate Halfpenny says: 'Halfpenny London is thrilled to be partnering with By Rotation to make an exclusive edit of our Sister collection available to rent. I'm so passionate about making garments which are worn and loved again and again, for a wedding day, a special event, or just a glamorous evening out and I can't wait for these pieces to be enjoyed by so many women. Inclusivity has always been a cornerstone of our brand and we’re pleased to be able to offer a variety of sizes in three colourways only available here.'

Penny Goldstone
Penny Goldstone

Penny Goldstone is the Digital Fashion Editor at Marie Claire, covering everything from catwalk trends to royal fashion and the latest high street and Instagram must-haves.

Penny grew up in France and studied languages and law at the Sorbonne Nouvelle University in Paris before moving to the UK for her MA in multimedia journalism at Bournemouth University. She moved to the UK permanently and has never looked back (though she does go back regularly to stock up on cheese and wine).

Although she's always loved fashion - she used to create scrapbooks of her favourite trends and looks, including Sienna Miller and Kate Moss' boho phase - her first job was at MoneySavingExpert.com, sourcing the best deals for everything from restaurants to designer sales.

However she quit after two years to follow her true passion, fashion journalism, and after many years of internships and freelance stints at magazines including Red, Cosmopolitan, Stylist and Good Housekeeping, landed her dream job as the Digital Fashion Editor at Marie Claire UK.

Her favourite part of the job is discovering new brands and meeting designers, and travelling the world to attend events and fashion shows. Seeing her first Chanel runway IRL at Paris Fashion Week was a true pinch-me moment.

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